Journal of Man and Society

Made to Stick and Why Some Ideas Survive and Others Die

Pakpoom Hannapha — Fri, 26 Dec 2025 00:00:00 +0700

Overview of Made to Stick by Chip and Dan Heath. Made to Stick by Chip and Dan Heath presents a critical perspective on effective communication by analyzing the factors that influence the persistence of messages in the minds of audiences. The authors advance a central hypothesis through a comparative question concerning human memory: why do certain ideas—particularly rumors or contemporary myths—manage to endure and spread rapidly under conditions described as “deeply embedded memory,” while complex, data-heavy business reports or strategically sophisticated plans often fail to leave a lasting impression and are quickly forgotten? This analysis seeks to uncover the behavioral science processes and cognitive mechanisms that shape human capacity to selectively absorb and retain information within the limits of perceptual space.

In the social context of crisis and digital-era attention, contemporary society faces a condition of “information overload,” in which media consumers exhibit increasingly shortened attention spans. Within this environment, the book serves as a vital resource for content creators and digital media innovators. Effective communication in the modern era no longer depends on the sheer volume of information presented, but rather on the deliberate design of messages capable of claiming mental real estate amid intense competition in digital spaces. A thorough understanding of this book enables communicators to shift their approach from merely “transmitting information” to concretely “shaping thought and influence.”

Folklore in the Novel Garin: Mysterious Occult Case

Sirikanda Udornphaew, Nittaya Wannakit — Thu, 20 Nov 2025 00:00:00 +0700

This article aims to examine the folkloric elements embedded in the novel series Garin’s Uncanny File, authored under the pen name “Ai.” The series comprises three parts, Garin’s Uncanny File, Garin’s Uncanny Files II, and a special part, amounting to a total of 21 books. The study identifies four categories of folklore presented throughout the series: (1) Folklore in the verbal arts, including folk songs, proverbs, idioms, and toponyms; (2) Material culture, represented through folk architecture; (3) Performing folk arts, reflected in folk games, particularly games involving object manipulation; and (4) Social folk customs, encompassing beliefs, rituals, and traditions. Among these categories, social folk customs appear most frequently, with seven distinct forms, followed by folklore in the verbal arts (six forms), material culture (five forms), and performing folk arts (one form). The presence of these folkloric elements reflects fundamental belief systems within Thai society and enhances the overall appeal of the series. Readers who share this cultural background can more readily perceive the emotional nuances and intentions conveyed by the author. Furthermore, the incorporation of folklore plays a pivotal role in constructing the fantasy dimension of Garin’s Uncanny File. In particular, the category of social folk customs associated with the supernatural, such as beliefs in spirits, animistic entities, occult practices, and ritual magic, significantly contributes to both plot development and narrative structure. These elements function not only as devices that drive the storyline but also as components that shape the distinctive identity of Thai fantasy literature through the fusion of contemporary narrative techniques and traditional folk wisdom. Consequently, the series evokes an atmosphere of mystery, suspense, and other worldliness that resonates with readers through shared cultural foundations.

Local Vegetables in Isan Palm-Leaf Medical Manuscripts

Narongsak Rawarin — Thu, 27 Nov 2025 00:00:00 +0700

This research aims to study the medicinal properties of local vegetables as recorded in Isan palm-leaf manuscripts, to analyze the frequency of their medicinal properties, and to explore the role of herbal plants in ancient Isan communities. The study was conducted on 12 Isan palm-leaf manuscripts and the findings reveal a total of 66 types of local vegetables and 588 medicinal properties. The most frequently used vegetables consisted of ginger (59 properties, 10%), Ya Nang (Tiliacora triandra) (54 properties, 9%), and chili (43 properties, 7%). The medicinal properties were categorized by types of illness including skin diseases (20.06%), digestive/excretory issues (14.79%), and fever/cough (10.03%). This research also highlighted five key dimensions of the role of herbal medicine in ancient Isan communities: traditional medicine, economy and way of life, eco-cultural systems, beliefs and rituals, and the transmission of local wisdom. The findings helped reveal traditional knowledge and provided the guidelines for further pharmacological research and the development of community products based on local vegetables.

The Role of Community Organization Councils in Building Grassroots Economic Development Networks: A Case Study of Noen Kho Sub-District, Klaeng District, Rayong

Wisanukorn Uthaisri, Jaray Singhakowinta — Mon, 01 Dec 2025 00:00:00 +0700

This study pursues two primary objectives: (1) to examine the role of the Community Organization Council in building networks for grassroots economic development, and (2) to identify the network-building models employed in Noen Kho Subdistrict, Klaeng District, Rayong Province. This study employed a qualitative research methodology, utilizing an integrative conceptual framework derived from grassroots economy, social capital, common-pool resource management, and social network theory. Data were collected through in-depth interviews and focus group discussions with key stakeholders. Findings indicated that the Council plays a pivotal role in facilitating collaboration among internal and external stakeholders, promoting local livelihoods, optimizing local resources, and supporting community enterprises. Acting as a central coordinator of activity groups, it fosters authentic and sustainable networks. A five-chain model comprising production, processing, marketing, community-based tourism, and social communication effectively aligns community development goals. Success factors include clearly defined shared objectives, continuous knowledge exchange, and strategic linkage of benefits among members. The insights generated by this study provide practical guidance for grassroots economic development initiatives in other communities and offer implications for policy formulation in the fields of community and social development.

Folklore in the Beauty Pageant of “Miss Duangdee Sri Sawankhalok”: Creative Practices in Pageantry Using Local Cultural Capital

Surachet Khuhalerd — Wed, 03 Dec 2025 00:00:00 +0700

This qualitative research examines the folklore associated with the Miss Duangdee Srisawankhalok beauty pageant. It investigates the creative processes through which the local cultural capital in Sawankhalok District, Sukhothai Province, is applied in designing the event. Data were collected through interviews and participant observation, and analyzed using the creative folklore conceptual framework. Results show that pageant activities comprise three types of folklore: 1) beliefs; 2) ritual traditions; and 3) oral literature. The creative process, grounded in local cultural capital, comprises three main approaches: (1) culturally based creative thinking, (2) event design that integrates folklore with contemporary contexts, and (3) transmission strategies that generate cultural impacts.

The Linguistic Strategies and Construction of Fortune Discourse in Rueng Lao Chao Nee and Rueng Lao Saturday–Sunday Online

Sutthiluck Sawanyavisuthi, Thanaphan Toophom — Wed, 24 Dec 2025 00:00:00 +0700

This research aims to study linguistic strategies and the construction of discourse on fortune in the programs Rueng Lao Chao Nee and Rueng Lao Saturday–Sunday Online, using Fairclough's critical discourse analysis framework. This is a qualitative study. The scope and methodology involve content and textual analysis, which are presented through descriptive-analytic methods. The sample consists of conversations, news, and utterances from the two programs, collected between January 1 and December 31, 2024. Purposive sampling was used to collect data over 69 days corresponding to the official draw dates. The data was obtained solely from the programs’ online broadcasts on YouTube. The research findings reveal that language is a crucial mechanism for legitimizing the economic system, religion, and media through three practices: 1) Linguistic strategies employ specific terms (e.g., borrowings/new words) to present digital lottery tickets as modern technology and a legitimate market system, leading to acceptance of the gambling structure in Thai society; 2) Discursive practices use language to maintain religious legitimacy and folk beliefs by constructing a shared reality about fortune. Moreover, the media use language to affirm their own legitimacy as discourse producers, creating power spaces for speakers and reporters; and 3) Sociocultural practices, in which these linguistic mechanisms acts as vital tools in reproducing economic, religious, and cultural ideologies, sustaining, strengthening, and gaining acceptance of the gambling system in contemporary Thai mindsets.

A study of the representation of the ruling class in the early Rattanakosin period through the character “Wong Asandaewa” in the Inao literature

Natawut Klaisuwan, Thiennaphat Maengluang — Mon, 22 Dec 2025 00:00:00 +0700

This academic article aims to study the representation of the ruling class in the early Rattanakosin period through the character “Wong Asandaewa” in the Inao literature, using the concept of representation as the analytical framework. The study found five representative images of the ruling class in the early Rattanakosin period, namely: 1) a love of honor and dignity. 2) respect for elders. 3) loyalty to friends. 4) bravery in battle. 5) value placed on social position. These five representations reflect the way of life of the ruling class in the early Rattanakosin period, who lived according to established rules and regulations, strictly adhering to them as a means of preserving their social order and status.

Khao Dok Rai: Food Wisdom and Relationship with Social Institutions in Sakom Subdistrict, Chana District, Songkhla Province

Chayathat Aiewruengsurat, Natee Hemment — Tue, 23 Dec 2025 00:00:00 +0700

This study investigates Khao Dok Rai, a local dish from Sakom Subdistrict, Chana District, Songkhla Province, focusing on two aspects: (1) its representation of local food wisdom and (2) its relationship with various social institutions. A qualitative research approach was employed, which combined documentary review with fieldwork methods such as observation, interviews, and focus group discussions. The findings indicate that Khao Dok Rai reflects local food wisdom in two dimensions: the composition of traditional meal sets and the local knowledge embedded within the community. It also functions as a spatial and cultural identity marker for Sakom Subdistrict. Moreover, the dish is closely linked to six types of social institutions: family, economic, political-administrative, religious, educational-social learning, and recreational institutions. These institutions play roles in preserving knowledge, generating economic value, shaping food security policies, fostering social cohesion, promoting local awareness and pride, and creating communal spaces. In conclusion, Khao Dok Rai serves not only as a local culinary practice but also as a medium that embodies community wisdom, culture, and social relationships through active participation in the transmission and preservation of local knowledge within families, across the community, and beyond.

Sense of Place and the Construction of the Meaning of Place in Hom Phaen-din Lao by ‘Luk Don Kaden’

Lawan Sangkhaphanthanont — Fri, 26 Dec 2025 00:00:00 +0700

This article analyzes the sense of place, place attachment, and the construction of place meaning within a selection of poems from Hom Phaen-din Lao by "Luk Don Kaden," a Lao poet and 2019 S.E.A. Write Awardee, published in 2020. Employing the perspective of place drawn from cultural studies, the study reveals that Hom Phaen-din Lao is a poetry collection notable for articulating the poet’s profound sense of place and attachment to Laos as his homeland. This deep connection is expressed in various dimensions, including love, the profound connection to the homeland, the respect for the place, and even the willingness of self-sacrifice for the place. The poet conveys these themes through the skillful deployment of literary devices such as similes, metaphors and symbols. Simultaneously, the poet constructs the meaning of the place, referring to the nation of Laos, in several evocative ways. Laos is depicted as the motherland, a place of natural beauty, a repository of culture and a simple way of life, and a land forged through the struggle for independence. Crucially, this construction of the meaning of “place” also implicitly serves to establish and reinforce Lao national identity.